Based on a YouGov survey of more than 10,500 travelers in countries such as Italy, Spain, the UK, Germany, the US, Brazil, Japan, Australia, and more, along with user data from travel platform Omio, the report highlights a shift toward conscious and value-driven travel, with many people prioritizing safety, authenticity, and emotional fulfillment over luxury and spontaneity.
According to the report, despite global uncertainty, travelers around the world still maintain a strong appetite for travel. Of those, 33% will prioritize safe and stable destinations, 26% said they will avoid certain regions or countries, while 25% will be more selective or cautious about destinations. Among travelers from Europe, Asian destinations will be the top choice.
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Notably, according to this study, artificial intelligence (AI) only plays a modest role in travelers’ search for inspiration and information. Most people still prefer to search for their next destination through previous trips (42%) or word-of-mouth recommendations from friends and relatives (39%); while social media (29%) is mainly used by Gen Z travelers. Interestingly, 23% of those surveyed said they were attracted by TV shows or movies, which proves that the strong development of travel and cinema will reshape the tourism industry.
Sustainable travel will continue to grow in 2026, with more travelers interested in supporting local businesses (25%), learning about local culture (38%) and seeking out off-the-beaten-path destinations (32%), but choosing greener means of transport remains low (17%).
By 2026, Omio’s report found that 21% of travelers would like to visit lesser-known destinations. Lower prices (51%), fewer crowds (44%) and unique attractions or culture (40%) are reasons to visit smaller cities next year. Italian and Spanish travelers are particularly keen to explore less crowded or off-the-beaten-path destinations, which may be a result of overtourism in their home countries. Omio’s data also shows that bookings to secondary (non-capital) cities have increased 34% year-on-year, with beach destinations being the top priority.
Source: https://baolaocai.vn/du-khach-toan-cau-uu-tien-dieu-gi-trong-lua-chon-du-lich-nam-2026-post885811.html
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